Malmö FF, the professional football club in Malmö and the most successful football club in Sweden in terms of domestic trophies won, chose Emporia to open its second store in the Malmö area. MFF Shopen is already located at Eleda Stadium, but with the new store at Emporia, the club reaches new customers and increases accessibility for its supporters.

The opening of the store in Emporia can be seen as a first step in the expansion work to increase accessibility for MFF’s devoted supporters. The store complements both the existing supporter shop at the football stadium and the e-commerce and will be a nice place to showcase MFF’s products according to project manager Lina Fischer, MFF.

With the store, we also reach the infrequent buyers who become a new target group. Maybe grandparents looking for a gift or Christmas present,“ says Lina Fischer.

The store is located right at the Bärnstensentrén entrance facing Hyllie Stationstorg.

We’re so proud that MFF has chosen to establish its second Malmö store at Emporia and we’ll give them a warm welcome. We have over 7.5 million visitors annually, roughly equal numbers of men and women. Half of them are aged 25-59 and about half are families with children. It is our hope that Emporia’s customers will discover the MFF Shop with us while MFF’s supporters will take the opportunity to visit Emporia, says Martin Lundquist, Shopping Centre Manager.